INDEX

SR.NO CHAPTER TITTLE PAGE NO.

1 CHAPTER 1 INTRODUCTION

2 CHAPTER 2 RESEARCH
METHODOLOGY

3 CHAPTER 3 REVIEV OF LITREATURE

4 CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION

5 CHAPTER 5 FINDINGS/SUGGESTIONS
CONCLUSION

6 CHAPTER 6 BIBLIOGRAPHY

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 CHAPTER – 1
INTRODUCTION

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1.1 INTRODUCTION

Water is the most important liquid in the world. There would be no life, at least not in
the way we know it, without water. The need for Pure Drinking Water has become an
issue for the common man in today’s world. Eighty percent of the human metabolism
consists of water. This is the reason why 90% of human diseases are water borne.
There are 3types of water impurities, which are root cause of water borne diseases.

1. Microbiological-Bacteria / virus.
2. Dissolved impurities – chemical.
3. Imbalance of Mineral Content.

There are rapid changes that are taking place in our environment since long and the
air and the water pollution is on an increase. The river and its downstream are the
primary sources of drinking water.

In the 1980s, a tap attachment containing Iodine resin was introduced to filter the
water. It deactivates microbiological impurities to some extent but has iodine side
effects and does not address dissolved impurities mineral balance. In the late 1980s,
an Ultra-Violent-based purifier was developed, which filters dust and deactivates
bacteria to a large extent.

It maintains the odour and colour of water but does not clear out the dissolved
impurities and mineral particles. Thus, came advent of mineral water. Historically, the

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demand for purified water in Indian homes was kept to a minimum. Essentially, there
were three types of water that was used for different purposes. The first kind was for
rinsing.

The second type, which was used for cooking, was more sanitary and was kept
covered. The third type, drinking water, was the cleanest and was frequently boiled
before use.

For a long time, boiled and filtered water was a convenient solution because an
average family only required a small amount, no more than five or six litters per day.
The consequences were obvious. It was extremely difficult to persuade people that the
purification system was worthwhile. There was no obvious way to demonstrate the
advantage. The otherwise dormant market began to wake up when companies like
Eureka Forbes targeted the office segment, while mineral water companies targeted
travellers.

Ion Exchange was the only company that had any success with Zero-B in the home.
However, clean drinking water was reintroduced to the national agenda a little later.
Drinking water became a problem again around 1989. “In the early 1990s, Time ran a
story on India as a key emerging market, and that triggered everyone’s interest in this
market.”

Parle Exports took over the brand operations around the year 1995, and the business
took off in the market. Bisleri established itself as a force to be reckoned with in the
domestic packaged drinking water market, with factories spread across India and a
strong distribution network.

Previously, the packaged drinking water market was dominated by five-star hotels,
tourists, and foreigners. As a marketing strategy, the company made the deliberate
decision that only 40% of sales should come from these outlets and 60% from the
general market. Paanwallas, street shops, general stores, and even non-tourists are
examples. This resulted in a significant shift in consumer perception of Bisleri
consumption. Previously, drinking bottled water was considered a status symbol. That
mind-set has gradually evolved to the point where not drinking Bisleri is now
considered archaic. Such has been the Bisleri brand’s presence and penetration in the
bottled water segment. Several years ago, in 1998, a strategy of aggressive home
market concentration was implemented. Because the source of water was unreliable,

4
the habit of boiling water or using electronic gadgets was insufficient. To meet this
market demand, bulk packages such as 2, 5, and 20 litre bottles were introduced. As a
result, the price per litre fell, making bottled water very affordable to consumers.

1.2 COMPANY PROFILE

HISTORY IN INDIA: -

Bisleri mineral bottled water was first introduced in India in 1965 in Mumbai by
Bisleri Ltd., an Italian company. In 1965, mineral bottled water came in glass bottles
in two varieties: bubbly and still. Signor Felice founded this company after
introducing the concept of selling bottled water to India. In 1969, Parle purchased
Bisleri (India) Ltd and began bottling mineral water in glass bottles under the brand
name 'Bisleri'. Parle later transitioned to non-returnable PVC bottles, and then to PET
containers. Parle Bisleri's chairman, Ramesh Chauhan, created a market out of pure
water. Conversation excerpts with Prerna Raturi Can I be completely honest? When
we purchased Bisleri mineral water from the Italian firm Felice Bisleri, In 1969, the
company was unable to market bottled water and desired to exit the market; we, too,
saw no potential for the product at the time.

ABOUT COMPANY: -

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Bisleri has its roots in Italy, and the brand is named after its founder, Felice Basler, an
Italian entrepreneur. Bisleri established the first plant of its kind in India for bottling
and marketing mineral water in Mumbai in 1967. It did not, however, work well. The
failure was caused, among other things, by the Indian consumer's unwillingness to
accept bottled mineral water. Consumer attitudes were more inclined towards boiling
water at home. Parle purchased the Bisleri brand in 1969. Bisleri water was sold in
glass bottles back then. Parel's appointment as CEO of Bisleri did not immediately
improve the company's fortunes. While it gained visibility and reach by leveraging
Parle's existing distribution network, efforts to expand the bottled water market were
not exactly laborious. At the time, Parle was more interested in making soda water
than mineral water. There were only minor initiatives on the part of the company to
produce mineral water because it was not thought to be a very profitable business at
the time because people still considered boiling water to be a safer and better
alternative to mineral water. Furthermore, they were unwilling to pay for a
commodity like water, which was so readily available.

Parle switched to plastic bottles for its bottled water packaging in 1972-73, which
significantly increased sales. The buyers were primarily upper-class - trendy people.
Coca-Cola purchased Parle's soft drink brands, such as Thumps-up and Limca, in
1993. While Coca-Cola did purchase Parle's beverages, the multinational agreed to a
settlement that allowed it to bottle and distribute them.

Bisleri soda for a five-year period. The charge for Bisleri water, on the other hand,
remained with Parle. The increase in Bisleri sales began at this point, when Parle sold
off its stable of brands to Coca-Cola. This was the point at which it began to focus on
making Bisleri a success in the domestic mineral water market. Parle chose to keep
the Bisleri name because he saw a fairly profitable mineral water business in Bisleri's
equity.

LEADERSHIP TEAM: -

NO. NAME OF MEMBERS DESIGNATION

1 Ramesh J Chauhan Chairman
2 Zainab Chauhan Director

6
3 Jayanti Chauhan Vice Chairperson
4 Angelo George CEO
5 Rajender Kumar Director
6 Parag Bengali Director
7 Kadeer Khan Director

MARKET SHARE:

Bisleri currently leads the Rs. 700-1,000 crore organised packaged water
market with an estimated 35% market share, followed by Kinley at 18%
and Aquafina at 11%. Despite the brand's continued national presence,
the North and West remain Bisleri's best-performing markets in terms of
volume. For the last three years, the market has grown at an unfathomable

7
rate of 35%. The market for bottled water is expected to surpass that of
soft drinks very soon.

Individual Market Shares: BISLERI-35%, KINLEY-18%, AQUAFINA-11%,

LOCAL BRAND-34%

Vision: -

A major, diversified, transitional, integrated consumer product manufacturing

company, with National Leadership and a strong environment conscience, playing a
national role in safe water and Agro based drinks.

Mission: -

 To provide the highest quality product, keeping in mind all aspects including
freshness, purity and safety, and making it easily available to the consumer at
a very affordable price.
 To achieve international standards of excellence in all aspects of energy and
diversified business with focus on consumer delight through value and
services of product and cost reduction.
 To enhance capital and fixed assets of the group to withstand challenges and
tough market trends.
 To attain leadership in developing, adopting and assimilating state or art
technology for competitive advantage.
 To provide better quality of product and services through sustained market
research and product development.
 To foster a culture of participation and innovation for employee growth and
contribution.

8
 To cultivate high standards of business ethics, and total quality management
for a strong corporate identity and brand equity with continuous and positive
growth.
 To help enrich the quality of life of all the communities specially the
neglected ones and preserve ecological balance and heritage through a strong
environment conscience.

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 CHAPTER 2

RESEARCH METHODOLOGY

2.1 OBJECTIVE OF STUDY: -

1. To know about the current scenario of bottle water market.

2. To know how the brand BISLERI still rules the bottle water market.

3. To find out the tools and techniques of marketing mix.

4. To find out the best promotional tools preferred by the company.

5. To know the peak periods of sales promotional activities.

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2.2 SCOPE OF THE STUDY: -

 Though so many brands came as the competitor for Bisleri, Bisleri is

sustaining its brand value by satisfying its customers.
 It is important to study what made the customer wants towards Bisleri and
how they satisfied their customer.
 The study helps to understand the factors, which influences the customers to
purchase a particular brand and measuring the level of satisfaction towards
Bisleri.

2.3 SIGNIFICANCE OF THE STUDY: -

Study is based on the theoretical study about the company and its marketing, all the
data is gathered from the websites and internal sources of company which is
secondary in nature.

2.4 DATA COLLECTION: -

The data is collected from both primary and secondary sources.

 Primary Data: -

The source of primary data is through questionnaire based on the objectives.

 Secondary Data: -

The secondary data were collected from websites and other published sources.

Sample design

A self-designed questionnaire was developed and given to general public. The

questionnaire is related to impact of social media on consumer behaviour.

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Sample population

The population of the study is general public.

Sample size

The sample size of the study is 57

Sampling technique

 The technique used for selecting the sample is random sampling

technique.
 Convenient sampling has been used for the study.

2.5 LIMITATION

1. Moreover, due to limitation of time we have taken into consideration only

individual consumers, organizational consumers have not been included in this
research.
2. Due to limitation of time only a small section of people has been studied.
3. Time has been another constraint.
4. The methods used in this project are random sampling method and results
obtained may not be fully whole accurate.
5. This research does not cover market.

2.6 TOOLS USED: -

4P’S OF MARKETING

1. Product
2. Price
3. Place

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4. Promotion

13
 CHAPTER 3

REVIEW OF LITRETURE

REVIEW OF LITRETURE

1. Early 1800s: -
The industry is in the early 1800s; amongst the early sellers of bottled water
are names that are still known today.

2. According to the world health organization: -

Drinking water is generally not a significant contributor to daily dietary
nutrition, but could be important in case of dietary insufficiency; none the less,
some drinking water minerals have been shown to have favourable effects.

14
3. In April, 2013, mineral water project information web site releases an article
on five mistakes can avoid in mineral water business like: -
 Not doing proper market research
 Not deciding product mix properly,
 Not properly. deciding land, building size, machinery properly,
 4 not doing plant layout,
 Not executing plan properly.
 This indicates that we must focus on market research and consumer perception
towards mineral water product.

4. In October 2011, Business insider in fact, it still is - at least in nations blessed

with plentiful clean tap water like the US but that doesn't stop the world from
spending over $ 100 billion on bottled water a year. This strange industry is
exploding overseas as well.

5. In 2014, Indian water industry has released a press note that the water industry
must follow the BIS standard 14543 specifications. This shows that the market
potentiality is there in India as well as Asian countries

6. Szasz A (2007), shopping our way to safety: how we can change from
protecting the environment to protecting ourselves. He points out the bottled
water and the inverted quarantine concept.

7. Wagner M and oehlmann J (2009) endocrine disruptor in bottled mineral

water total burden and migration from plastic bottles Environmental science
pollution research

8. Water quality association (2001), eighty six percent of Americans have

concerns about their home drinking water against cardiovascular diseases.

9. Copes et al (2009) states that the in comparison to tap water, mineral water
does not contain chlorine residual, therefore, it is necessary to transport it

15
 properly, use and store appropriately in order to maintain the microbiological
integrity of the water.

10. Salazer (2012) states that the current trends in the market of packaged mineral
drinking water involve development of new product, huge marketing and
efforts on packaging.

11. Institute of medicine caffeine: -

On the use of caffeine, Institute of Medicine Committee on military nutrition
research (2001) sheds light on use of caffeine in the world. According to the
Institute, the use of caffeine is in the form of food additive and is also used as
a drug as well as a component of various pharmaceutical products.

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 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

4.1 THEORATICAL FRAMEWORK: -

Introduction: -

The 4ps are four key elements of the marketing mix that are used when marketing a
product or service: product, price, place, and promotion. When developing marketing
plans and strategies to effectively market to their target audience, businesses typically
consider the four 4ps. The four Ps of marketing are the foundation of marketing.

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Marketing decisions are primarily influenced by mix marketing. This concept
explains to the owner how the product can be manufactured and sold in the market. A
manufacturer can gain market share by employing the four Ps in a systematic manner.

4p's of marketing is as under: -

 Product
 Price
 Place
 Promotion

There are two types of promotion

 Advertising
 Sales promotion

1. Product: -

Product is anything that is offered to satisfy needs and wants of the customer. So that
they can easily survive.

2. Price: -

Whenever company launches a product in the market, they have to fix certain price
according to the product so that customer buys the product economically.

3. Place (distribution): -

Place is also called distribution. If a company. Launches a product in market it should

be made available conveniently so that the consumer can easily buy it. If distribution
is not proper the market the product may fail.

4. Promotion: -

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Promotion is the mode of communicating with the customer. This is the area where
people get to know about the product.

There are two types of promotion.

 Advertising: In advertising the product is promoted by the means of

advertisements such as TV adds newspapers etc.
 Sales promotion: In sales promotion the product is promoted through sales
such as discounts on products etc.

MARKETING MIX USED BY BISLERI

The set of controllable tactical tools- product, price, promotion, and place 4 Ps), that
the firm blends to produce the response it wants, in the target markets.

PRODUCT: -

The company's main product is mineral water known as Bisleri Mineral water. Aside
from mineral water, the company also sells soda water under the brand name Bisleri
Soda Water. The concept of bottled mineral water was first introduced in India by
Bisleri, and as a result, it has become a generic name for mineral water. For Indian
consumers, Bisleri has become a perfect synonym for mineral water.

The main challenge that the company or any other player in the mineral water
industry faces is that there is no room for invention and innovation in the product,
which can be added as additional benefits. After all, it's just water. This is how Indian
customers perceive bottled water. If we are discussing a product such as television,
we can imagine that the innovations could provide additional benefits derived from
the product. For example, in addition to its primary function, the product can provide
Internet services through conversion.

BISLERI PRODUCTS

1. 1ltr mineral water: -

Bisleri Ltd., an Italian company, first introduced 1ltr Mineral Water under the brand
name 'Bisleri' in Mumbai in glass bottles in two varieties - bubbly and still - in 1965.

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Signor Felice Bisleri founded this company after introducing the concept of selling
bottled water to India.

2. 1.5ltr mineral water: -

1.5 litres Mineral Bisleri water was first introduced in Mumbai in glass bottles in two
varieties - bubbly and still - in 1965 by Bisleri Ltd., an Italian company. Signor Felice
Bisleri founded this company after introducing the concept of selling bottled water to
India.

3. 2ltr mineral water: -

Bisleri 2ltr Mineral Water was first introduced in Mumbai in glass bottles in two
varieties - bubbly and still - in 1965 by Bisleri Ltd., an Italian company. Signor Felice
Bisleri founded this company after introducing the concept of selling bottled water to
India.

4. 20ltr Mineral Water: -

20ltr Mineral Water under the name Bisleri was first introduced in Mumbai in glass
bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of Italian
origin. This company was started by Signor Felice Bisleri who first brought the idea
of selling bottled water in India.

5. 250 Ml Mineral Water: -

Bisleri 250 ml Mineral Water was first introduced in Mumbai in glass bottles in two
varieties bubbly & still in 1965 by Bisleri Ltd., an Italian company. Signor Felice
Bisleri founded this company after introducing the concept of selling bottled water to
India.

6.5ltr Mineral Water: -

Bisleri 5ltr Mineral Water was first introduced in Mumbai in glass bottles in two
varieties, bubbly and still, in 1965 by Bisleri Ltd., an Italian company. Signor Felice
Bisleri founded this company after introducing the concept of selling bottled water to
India.

7. 500 Ml Mineral Water: -

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Bisleri 500 ml Mineral Water was first introduced in Mumbai in glass bottles in two
varieties, bubbly and still, in 1965 by Bisleri Ltd., an Italian company. Signor Felice
Bisleri founded this company after introducing the concept of selling bottled water to
India.

8. Vedica Natural Mountain Water: -

Vedica Natural Mountain Water is delivered to you in its natural state, straight from
the source. Natural mountain water is powerfully and consistently pushed above the
ground surface to a height of 5 metres above ground level, gushing from an aquifer
with intense pressure. Because the mouth of the water source is covered by rocks on
all sides, the underground geological origin ensures that there is no external
contamination. Furthermore, because it is naturally fortified with silica, the spring is
naturally free of Microbial infection or pollution. Vedica Natural Mountain Water is
also low in sodium, making it an excellent choice for health-conscious consumers. It
contains a high concentration of sulphates, which act as natural detoxifying agents. Its
clear, sweet flavour demonstrates that it is free of the calcium carbonate and
magnesium carbonate salts that give some mineral waters a chalky flavour. The Total
Dissolved Solids in Vedica Natural Mountain Water are 225mg/ltr. It's also high in
sulphates, which are natural detoxifiers. Vedica Natural Mountain Water ensures that
all you get is the sweet taste of purity. Vedica Natural Mountain Water comes in 500
mL and 1L bottles.

PRICE: -

The sum of values that a consumer exchanges for the benefits of owning or using a
product or service is referred to as the price. Price is the only component of the
marketing mix that generates revenue. All other elements are costs. In India, where
the majority of the population is in the middle- and lower-income brackets, it is easy
to see why pricing is such an important factor in purchasing decisions. Bisleri has met
consumer expectations in terms of pricing and making the product available in
different liter sizes, making Bisleri both convenient and affordable. The company's
pricing strategy is extremely aggressive. Its product is extremely reasonably priced .

Bisleri vision is making clean and affordable drinking water available to people.
Keeping with the vision, Price of Bisleri products is comparable to its competitors

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Bailey, Aquafina, Kinley. Also, the pricing in its marketing mix is dependent on
package volume with lower rate for larger volume packs. There is locational pricing
of the products depending on where they are sold. It is charged more in restaurants,
movie theatres as compared to the retailors. The price of Vedic is more than simple
Bisleri water as it is in premium range products of Bisleri. It is charged at 30 Rs. Per
litre, more than the Bisleri, but lower than foreign brands like Perrier or Evian. Pop
are charged at the rate of Rs. 10 for 200ml bottle and Rs. 15 for 300 ml bottle and Rs.
20 for 250 ml can. The non-food supporting products of Bisleri are charged higher
than the comparable products in the market; price of Stand and faucet is Rs.1500
while that of ice box is Rs. 2500.

PLACE: -

Place represents the activities of the company that make the product available to the
target customers. To make the product available to the target consumers, a good
distribution network must be in place to support the product’s high quality. In the case
of the mineral water industry, the distribution network is an important factor in
remaining competitive, and the catch is making water available to as many locations
as possible across the country.

Bisleri has realized that availability is the key to success and for the success of this
concept; the distribution channel has to be up to the mark. The brand strategy has
been to create a direct system of distribution at the national level. Presently Bisleri has
more than eighty thousand outlets that are used as retail shops in the whole country
and amongst this number, twelve thousand outlets are alone in the cities of Mumbai
and Delhi. The company has invested heavily in procuring at least 2000 trucks for
safe and convenient transportation of products.

The company has set up eighteen of Its own manufacturing plants all over the
country. It has bottling plants in various cities like Delhi, Kolkata, Goa, Bangalore,
Mumbai, and Jaipur. It has decided to hire its own salespeople for proper handling
and distributive facilities. This is so because the brand wants its own network of
distribution in places where it already has a manufacturing plant for cost cutting and
efficient management process.

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Bisleri is one of the front-runners in the industry today because of its strong network
consisting of absolute distribution strength. In order to penetrate deeply in the
southern region, the company has decided to increase its distribution channels over
there.

Bisleri bottles are available in every nook and corner of India. From the small shops
to the Paanwallas at every corner, one can easily find a Bisleri bottle to quench his/her
thirst. The bottles are available at malls, at cinema halls at restaurants, at airports at
railway stations and at every imaginable place. Hence, availability is not a factor for
this product and the credit goes to the highly efficient distribution network of this
brand.

PROMOTION:

Companies must communicate with their customers, and what they communicate
should not be left to chance. Modern marketing requires more than just developing a
good product, pricing it attractively, and making it available to the target customers.
The Promotion Mix of a company's total marketing communications programme
consists of a specific blend of advertising, personal selling, sales promotion, and
public relations tools that the company uses to pursue its advertising and marketing
objectives.

A good product goes a long way in taking the company forward but without proper
communication between the consumers and the brand, even the product will not be
able to save the company. Bisleri realizes this concept clearly and hence has gone for
persuasive activities to increase its visibility in the consumer market. In one of the
first promotional print ads, a butler was holding two Bisleri bottles with a punch line
“Bisleri is very very extraordinary”.

This helped in capturing the imagination of the public and paved the way towards
success. The marketing objectives and advertising policies of Bisleri include personal
selling, specific advertising in different mediums, public relations and sales
promotion. Bisleri has set up an aggressive media plan with the ads on hoardings,
billboards, vehicles like trams, trucks, and every other possible interface that a
consumer can connect with.

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All its ads are on the radio and shown on the television channels. Its slogan “Pure and
Safe” has become very popular amongst the consumers. In order to distinguish itself
from other companies, Bisleri decided on “sealed cap bottles”. It proved a major coup
for the brand as it claimed 100% purity because it was not possible to refill the bottle
without tampering with the seal.

All its campaigns at this point of time stretched on the purity point and about the
patent for the breakaway seal. Later the brand changed its tagline to “Play Safe” and
came out with some bold ads to attract the younger generation. Bisleri has decided to
opt for high standards of packaging to promote its products.

Point of purchase advertising is critical for a brand like Bisleri. Here too Bisleri gets
top marks with its innovative hoardings and POP material. All consumers need to
know is that they are getting water at this shop, and that’s what the POP material
clearly targets.

BISLERI PROMOTION & ADVERTISING STRATEGY:

Bisleri is a core product aimed at the general public. Print media (newspapers,
brochures) and digital media such as television, radio, and YouTube commercials are
targeted by promotional activities. Bisleri’s marketing campaign is extensive,
encompassing personal selling, targeted advertising in various media, public relations,
and sale promotion. To increase brand visibility, it is made ubiquitous and can be seen
on hoardings, vehicles such as trucks and taxis, billboards, and posters in retail
outlets. Bisleri’s ‘Pure and Safe’ campaign was one of its most notable, followed by
the ‘Play Safe’ campaign. The latter included numerous enticing advertisements to
capture the attention of children. Other memorable Bisleri campaigns include ‘The
sweet taste of purity’ and ‘Bisleri the Mountain water’. The first Bisleri advertisement
was in print media, with the punchline “Bisleri is very very extraordinary.” Bisleri has
a website that includes all brand-related information, product offerings, and contact
information. As a result, Bisleri’s marketing mix is complete.

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Bisleri’s Campaign

Being one of the oldest brands, Bisleri has widely promoted their products through all
the mediums and had launched ad campaigns, few of which are stated below:

‘HAR PANI KI BOTTLE BISLERI NAHI’

The most trusted packaged water brand in India has recently launched its ad campaign
‘Har Pani Ki bottle Bisleri Nahi,’ implying that not all bottled water is Bisleri’s. The
goal of this advertising campaign was to persuade consumers to choose Bisleri by
cleverly dominating the brands of competitors.

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‘ONE NATION ONE WATER’

In the year 2017, the company had launched a series of packaged with the labelling of
a different language. This initiative was taken to connect with people from the
different region and indirectly encourage then to purchase Bisleri.

Swot analysis of Bisleri: -

Bisleri’s SWOT analysis focuses on its strengths, weaknesses, opportunities, and

threats. Bisleri’s SWOT Analysis is influenced by internal factors such as strengths
and weaknesses, as well as external factors such as opportunities and threats.

Bisleri is a well-known mineral water brand in India. Bisleri is a key player in the
bottled water market. Bisleri water comes in a variety of sizes, and their 20-liter bottle
containers are used in the majority of offices around the world. The second item is a
1-liter Bisleri bottle of water, which is available in stores. The third is a small 500 ml

26
container that is used at parties or activities. Bisleri was also named the best Iconic
Brand for 2020.

Strengths in the SWOT Analysis of Bisleri – Bisleri SWOT Analysis

Recall:

Bisleri is well-known throughout the world for its water packaged drinking water.
This has made it easier to keep a strong brand recall in the minds of customers. This
brand is so well-known that it has become synonymous with mineral water. This is a
significant accomplishment for the company, as its ideals and ideologies have
strongly resonated with customers. This has also increased consumer confidence in
the product.

Quality:

Bisleri has always insisted on water quality and has never compromised on it. Bisleri
water, according to the company, is completely safe. To ensure purity, they also
introduced a breakaway seal.

Innovation: They have always been committed to advancements in their products. To

ensure consistency, they were the ones who switched from glass bottles to PET
bottles. PET bottles are completely recyclable. They introduced the breakaway seal to
preserve purity. In addition, hexagonal bottles were introduced for improved storage,
balancing, and use. Large family packs were introduced for use in homes and
workplaces.

Effective Way of Branding:

Customers favour the Bisleri brand the most. Bisleri is branding its products in retail
outlets with wall paintings, hoardings, banners, and posters. Furthermore, the colours
used are bright enough to be seen even on long highway drives. As a result, the
branding operation contributes to a high average turnover.

Wide Network and Plants:

Bisleri has 150 Plants and 6000 distributors and above 7500 trucks for distribution.

Use of Modern Methods of Selling:

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 Bisleri has its own E-Commerce Platform and also available through Flipkart, Big Basket,
Amazon, etc.

Weaknesses in the SWOT Analysis of Bisleri – Bisleri SWOT Analysis

Route Selling System:

Bisleri's route-selling system is more expensive than the traditional method. This
increases prices while decreasing profits and market share.

Repacking Bisleri Bottles:

A number of locals collect Bisleri bottles, refill them with unclean water from the
area, and sell them. This reduces the value of Bisleri's brand and can be hazardous
during consumption.

Human Error in Testing:

Human error is possible in manufacturing because water is tested by humans. Bisleri's

image and credibility suffer as a result of this. Due to production errors, Bisleri has
lost their permission to manufacture and pack mineral water in the Noida Unit.

High Demand:

Bisleri is unable to meet the country's total demand. Demand is extremely high, but
production capacity is limited. Bisleri is unable to tap into the market potential of
South India as well as other parts of India. As a result, if they increase their
production capacity, this weakness can be converted into profits.

Opportunity in the SWOT Analysis of Bisleri – Bisleri SWOT Analysis

Expansion:

In order to raise market sales and earnings, Bisleri will grow its reach to various new
emerging markets. Europe and the Middle East are a profitable choice for Packaged
drinking water.

Growth Trends:

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Bottled water increased by 23-25% year on year, nearly twice the rate of carbonated
beverages. This demonstrates that the region still has a lot of potential.

Premium Segment:

Premium filtered water may be introduced for 5-star hotels and high-end clients. It
can also broaden its target audience and profit from this market.

Matching demand and supply:

Bisleri's daily supply and refuelling capability makes it difficult for any supplier to
switch to products other than Bisleri. The greater Bisleri's volume, the greater its
ability to dominate competition and balance demand and supply. This will
significantly increase its sales.

Threats in the SWOT Analysis of Bisleri – Bisleri SWOT Analysis

Intense Competition:

The packaged drinking water segment in Indian markets is becoming crowded.

Bottled mineral water has been introduced in the region by companies such as Pepsi,
Coca-Cola, and Tata Global Beverages. Bisleri's market share will suffer as a result,
as will its earnings and sales.

Local Players:

Because the barriers to entry for the bottled drinking water market are so low, several
entrants have emerged in various areas. Because they have a smaller business than
Bisleri, they can offer consumers better prices and win demand in their pockets.

New Entrants:

Many other titans are keeping an eye on India's lucrative mineral water industry. Tata,
Nestle, and HUL are all interested in this market. It will push competition to the next
level.

RO & Water Purifiers:

29
The increased sales of water filters, purifiers, and ROs in the country can have a direct
impact on Bisleri's business. When they go to buy filtered water from a retailer, they
like their home water. And as the prevalence of such filters declines, so do the threats.

Counterfeiting:

Unauthorized and illegal producers package their products near Bisleri and distribute
them to various destinations. This could pose a significant threat to Bisleri.

Government Regulations and Rules:

Government Standards for Packaged Drinking water and the use of plastics can have a
direct impact on Basler’s business.

30
 ANALYSIS AND INTERPRETATION

FIG 1. AGE GROUP: -

age group

2 3.3

14

15-25
25- 30
30-35
35 and above

80

INTERPRETATION: -

In fig 1 through a collective analysis, it is analysed that the most of the

person who fill the survey are adults from the age group of 15-25 as they
fill 80%, 14% of people are from the 25-30 age group, rest 3.3%
population from above 35. 25-30 are lesser only 2%.

31
FIG .2 GENDER OF THE RESPONDENT: -

Gender
Male Female

38.6; 39%

61.4; 61%

INTERPRETATION: -

The above figure shows that the total sample units included 61.4% male
respondents and 38.6% female respondents.

32
FIG.3 DO YOU BUY PACKAGE DRINKING WATER?

8.8

Yes
No

91.2

INTERPRETATION: -

The above chart throws light on the perception of the consumer about the packaged
water whether they purchase or not. It can be interpreted that 91.2% of the
respondents purchase packed drinking water. Only 8.8% of the respondents say not to
purchase packaged mineral water.

33
FIG.4 DO YOU PREFER PARTICULAR BRAD FOR PURCHASE?

10.5

89.5

Yes No

INTERPRETATION: -

The brand loyalty is high in the packaged water segment and this fact is evident in the
above chart also which shows that only 10.5% of the respondent said that they do not
purchase the same brand every time, their purchase decision is based on the
availability of packaged water and 89.5 of the respondents said that they prefer to
purchase same brand every time.

34
FIG.5 WHICH BRAND MINERAL WATER DO YOU PREFER TO
BUY?

Brand

10.5

10.5

71.9

Bisleri Kinley Aquafina Bailley

INTERPRETATION: -

When the respondent was asked to recall the name that which mineral water they
preferred, then 71.9% of the respondent replied Bisleri, followed by 10.5% of Kinley
and Bailley, and only 7% of the responded prefer Aquafina. Here the Bisleri emerge
as the most preferred brand and it is always present in the consumer’s sub conscious
mind as a name attached to packaged water.

35
FIG.6 HOW FREQUENTLY DO YOU CONSUME PACKAGE
DRINKING WATER?

5.2

21.1

66.7

All the time At home In office While travelling

INTERPRETATION: -

when the respondent asked about the purchasing occasion then 66.7% of the
respondent said that they generally purchase packaged water during travelling,
followed by 21.1% of the respondent who said that they purchase it all the time 7%
respondents reply that they consume it on home and remaining very few respondents
reply on the office and other places.

36
FIG.7 WHICH PACK SIZE DO YOU PREFER?

Size

3.6
7
17.5

71.9

500 ml 1 ltr 2ltr 5 ltr 20 ltr

INTERPRETATION: -

From the above figure we can conclude that bottles of 1 litre quantity has higher sale
as compared to other size as 71.9% of the respondent said that they generally
purchase 1 litre pack, followed by 500 ml litre pack as 17.5% prefer to purchase half
litre 7% and 17 and 2% of respondent prefer to buy water for the consumption of their
house so they purchase 2 and 20 litre Package

37
FIG.8 WHERE DO YOU PURCHASE WATER BOTTLE?

1.8
10.5

8.8

78.9

Retail shop Wholesalers Depaetmental stores Others

INTERPRETATION: -

The above chart throws light on the data collected about the market purchase or the
availability of the water bottle and we found that 78.9% of the respondent usually buy
the bottles from retail shop followed by 10% from departmental stores and 8.8% from
wholesalers.

38
FIG.9 HAVE YOU PURCHASED BISLERI WATER BOTTLE?

5.3

94.7

Yes No

INTERPRETATION: -

When the respondent was asked about whether they are aware about the brand Bisleri
or not then 94.7% respondent say yes and only 5.3% respondent reply with No.

39
FIG.10 WHY DO YOU PREFER BISLERI?

29.8

33.3

24.6
5.3

Advertising Hygiene Price

Quality Shopkeeper's advice

INTERPRETATION: -

The above chart throws light on the perception of consumer about the packaged
water. It can be interpreted that 33.3% of the respondent prefer Bisleri from quality
perception, 29.6% from advertising and 24.6% from hygiene remaining 7% from
shopkeeper’s advice. price secure very few% which means the price is little bit high
according to the survey.

40
FIG.11ARE YOU SATISFIED WITH BISLERI 500ML OR 1LTR?

10.5

82.5

Yes No Maybe

INTERPRETATION: -

The respondent reply on the question "Are you satisfied with the brand bisleri? " With
a big Yes by securing 82.5% and 10.5% people not so confirm about the question and
7% of the customers are not satisfied with the project.

41
FIG.12 WHICH MEDIA DO YOU THINK IS BEST FOR
PROMOTION?

15.8

15.8

57.9

10.5

T.V adds Sales promotion Word of mouth print media Others

INTERPRETATION: -

The above chart throws light on the data collected about the media you think about
the promotions; 57.9% respondents are so sure that TV advertisement is perfect for
promotion 15.8% of the respondent believe that word of mouth and print media is
good for advertisement. The perception about the sales of promotion is 10.5%.

42
FIG.13 HOW DID YOU COME TO KNOW ABOUT BISLERI?

4.4

15.8

75.4

Television Newspaper Shopkeeper Friends and Reletive

INTERPRETATION: -

The above chart shows that 74.4% respondent shows that they come to know about
Bisleri through Television, followed 15.8% from shopkeeper’s recommendations.
8.8% people know about Bisleri from relative’s family and friends. Surprisingly not
any respondent came to know about Bisleri through newspaper.

43
FIG.14 ARE YOU SATISFIED WITH PRICE OF BISLERI?

1.2

14

42.1

42.1

Highly satisfied Moderated satisfied satisfied Not satisfied

INTERPRETATION: -

Pricing is the most important about any product and its brand image. The respondent
equally response about the highly and moderate satisfy with the bisleri by 42.1%.
14% respondent only satisfied with the brand bisleri. Very few are not satisfied with
the Bisleri mineral water bottle bisleri.

44
FIG.15 THE MAIN FACTOR THAT INFLUENCES YOU TO
PREFER BISLERI?

19.3
22.8

50.9

Price Purity Accessibility Brand image

INTERPRETATION: -

The main factor that influence most of the people to buy bisleri is the purity of the
water provided by bisleri with 50% votes. Still 22% go for the Price, followed by the
19.3% for the brand image and 7% for the Accessibility.

45
FIG.16 WHAT MADE YOU TO PURCHASE BISLERI?

8.8

31.6

59.6

Easy to availability Easy to handle Quantity discount

INTERPRETATION: -

The main question over here that why the customer purchases the bisleri water bottle
so the respondent reacts on the question that easy to availability is the first reason why
they purchase bisleri bottle by 59.6% votes. 31.6% feels that easy to handle is also the
important aspects about the purchase so it gets 31.6% of vote. 8.8% go for the
discount.

46
FIG.17 IN WHICH FACTOR BISLERI SHOULD IMPROVE?

19.3 33.3

17.5

22.8

Design of the bottel Quality of the water Promotion activities

Availability Others

INTERPRETATION: -

Feedback is the most important factor like what the respondent feels about the bisleri
whether they need to change or revalve. So, when we ask the question " Which factor
bisleri should improve the respondent reply with highest percentage 33.3% for design
of the bottle that means the bisleri needs to change their design. 22.8% respondent
feel that quality should need more improvised. Though the bisleri try to reach each
and every possible place still somewhere it lacks behind as according to the answer
19.3% respondent feel it needs to available on every place. 17% feel that promotional
activities need to be shaped and 7% vote for others.

47
 CHAPTER – 5

FINDINGS/ SUGGESTION/ CONCLUSIONS

48
 FINDINGS

 It is observed that most 91% of the respondents are using Bisleri packaged
drinking water.

 It is found that 66% of the respondent’s bay Bisleri package drinking water
usually at the while in the journey.

 It is seen that 50% of the respondents believe in the purity of Bisleri water
bottle.

 According to the respondents the shape of the water bottles needs to change
and the shape should be handier.

 50% they purchase 1ltr package drinking water because of price constraint.

 It also ascertained that 30% of the respondents have perception that Kinley,
Aquafina, Bailley would be the competitor of Bisleri.

49
 SUGGESTION

 The channel of advertisement should be improved which influences the

consumer to buy Bisleri water.

 Try to increase the sales of Bisleri water bottle by promising the purity,

 To expanding the offers of Bisleri items the organization must present some
novel and new components in the mineral water.

 Bisleri should make effective strategies to win over other competitive brands
such as Kinley.

 Company must present 200 ml water bottle for simple conveying of the
considerable number of consumers.

50
 CONCLUSIONS

After analysing the data, which was collected through a market survey we have
conclude that people are so deeply attached with Bisleri that they use Bisleri as a
generic name for packaged water. The company has totally responded to convert this
attachment of the consumer with the product and convert the popularity into sales.

Moreover, we also concluded that the overall brand loyalty is there in the packaged
water segment which is acting as a major role in the way of Bisleri to capture a
dominant position in the market place. As per the findings of the market survey, most
of the respondent were found to be brand switcher. Moreover, another aspect which
came into light is that availability plays a dominant role both, in the consumer buying
decision process as well as in deciding loyalty towards a particular brand.

On the basis of the response collected from the 60 respondent we also concluded that
Bisleri is the most preferred brand among the consumer and they expressed their
satisfaction. Moreover, we also we concluded from the research that the most of the
consumer use it through travelling and the monthly consumption of the consumer is
very low.

51
 QUESTIONNAIRE

1. AGE GROUP

15-25

25-30

30-35

35 above

2. GENDER OF THE RESPONDENT

Male

Female

3. DO YOU BUY PACKAGE DRINKING WATER?

Yes

No

4.TO YOU PREFER PARTICULAR BRAD FOR PURCHASE?

Yes

No

52
5. WHICH BRAND MINERAL WATER DO YOU PREFER TO BUY?

Bisleri

Kinley

Aquafina

Bailley

6. HOW FREQUENTLY DO YOU CONSUME PACKAGE DRINKING

WATER?

All the time

At home

In office

While traveling

Other times

7. WHICH PACK SIZE DO YOU PREFER?

500 ml

1 litre

2 litres

5 litres

20 litres

8. WHERE DO YOU PURCHASE WATER BOTTLE?

53
Retail shop

Wholesalers

Departmental stores

Others

9. HAVE YOU PURCHASED BISLERI WATER BOTTLE?

Yes

No

10. WHY DO YOU PREFER BISLERI?

Advertising

Hygiene

Price

Quality

Shop keeper’s advice

11. ARE YOU SATISFIED WITH BISLERI 500ML OR 1LTR?

Yes

No

Maybe

12. WHICH MEDIA DO YOU THINK IS BEST FOR PROMOTION?

54
T.V. adds

Sales promotion

Word of mouth

Print media

Others

13. HOW DID YOU COME TO KNOW ABOUT BISLERI?

Television

Newspaper

Shopkeeper

Friends and Relatives

14. ARE YOU SATISFIED WITH PRICE OF BISLERI?

Highly satisfied

Moderate satisfied

Satisfied

Not satisfied

15. THE MAIN FACTOR THAT INFLUENCES YOU TO PREFER

BISLERI?

Price Accessibility

Purity Brand image

55
16. WHAT MADE YOU TO PURCHASE BISLERI?

Easy to availability

Easy to handle

Quantity discount

17. IN WHICH FACTOR BISLERI SHOULD IMPROVE?

Design of the bottle

Quality of the water

Promotional activities

Availability

Others

GOOGLE FORM LINK: -

https://forms.gle/E1tpGHQbdec8AVYc7

56
 REFERENCE

1. https://www.bisleri.com/
2. https://www.scribd.com/doc/63477140/Bisleri-Marketing-Project
3. https://www.projects4mba.com/swot-analysis-of-bisleri/5156/

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